Qualitative Research

Qualitative research is exploratory in nature, and is used primarily to obtain all possible reactions to a communication, concept or situation. This research methodology allows for in-depth probing of opinions and provides a rich understanding of the issues at hand. Qualitative studies cannot be used to obtain representative data from any universe, no matter how many groups are completed. Sampling methodologies are not statistically robust to allow quantitative treatment.

Qualitative research answers the “why,” quantitative answers the “how many.”

Benefits of Professional Moderation
Sometimes clients consider moderating focus group sessions themselves. They’ve seen a lot of groups and feel they can save the company money by handling the research. After all, how difficult can it be?